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MediaPost RTB Insider Summit Presentation Matt Prohaska ~ Principal & CEO of Prohaska Consulting Programmatic Help For All
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Publishers Arming Up For The Programmatic Wars
June 13, 2014
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About Prohaska Consulting
• “Programmatic Help For All”• Publishers, Ad Tech, Agencies, and Brands• 40 clients in last 3 years; 15 in the last 15 weeks (8 Pubs)• 25+ different ad tech vendor reviews last 2 years
• Current team of 6, potentially growing to 12 by July• Sales, Marketing, Operations, Biz Dev, Analytics, Tech Dev
• Matt Prohaska, CEO & Principal• In digital advertising since ‘94, TV ‘92-’96 (5 upfronts)• Former Programmatic Advertising Dir. @ New York Times• Closed more programmatic direct deals than any other publisher
in the world during his 10 months there
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Let’s please not call it a war between sellers & buyers.
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The real war is among SSPs/Exchanges, since they are direct competitors.
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The Exchange Arms Race
• Generalist vs. Specialist• Company Options: Buy vs. Build vs. Partner• Mobile – standalone vs…
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The Exchange Arms Race
• Generalist vs. Specialist• Company Options: Buy vs. Build vs. Partner
• Video – standalone vs…
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The Exchange Arms Race
• Full-feature vs. Full-integration• When do SSPs add DMP capabilities?
• Again: Buy vs. Build vs. Partner
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Publishers Finally Getting Setup
From our IAB Programmatic Publishers Council: Nov. ‘13www.iab.net/programmatic
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Publishers Finally Seeing Real Benefits
Efficiency
Lower CPMs
Speed Audience Targeting
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Publishers Finally Setting Up Shop
The OpenExchange Today
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Publishers Finally Setting Up Shop
The PrivateExchange Today
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Publishers Finally Asking For More
Top 10 ways Programmatic is different from an IO(aka: Why IOs are $20 CPM & Programmatic is $5 CPM today)
1. Not guaranteed inventory2. Only 300x250, 728x90, 160x600 & 300x600 (rich media
coming)3. No competitive separation4. No roadblocks5. No SOV6. No fixed positions7. Only top-level channel targeting8. Not served first-look9. No product placement/integration sponsorships10. No Added Value needed to be added
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How To Create Better Balance
• Help pubs sell programmatically the way they do with an IO
• Help pubs know & leverage their 1st-Party audience better
• Help pubs balance price transparency and audience discovery
• Lower fees(?!?!)• >2x liquidity @ 8-12% > today @ 10-20%, right?
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Thanks!
Prohaska ConsultingProgrammatic Help For All
@mattprohaska